Smartphones are fast becoming important medical devices as digital consumerism takes hold, challenging the consumer health industry and healthcare generally. Thanks to digital consumerism, healthcare providers will have to handle huge amounts of new customized data. It’s happening already: mConsumers – i.e., mobile consumers – are using physical fitness apps to set and pursue fitness goals; paying monthly subscription fees to have round-the-clock access to their physicians; and are using mHealth apps that detect different physical conditions during emergencies, including heart attacks. Start-up companies are moving quickly to take advantage of the changing technological landscape. One such company is applying a fast-emerging advanced technology known as 3-D printing to make drugs and vitamins. Euromonitor envisions mConsumers will someday be able to customize 3-D printed drugs and vitamin supplements from their mobile devices.